BEIJING :When Eileen Gu won Olympic gold in the Big Air, sales of her red Anta ski suit, complete with slipdrag reduction technology, surged 20-fold on Chinese e-commerce platform JD.com.
With another gold medal still in the offing, her closely scrutinised decision to compete for China appears to be paying off, commercially at least. Her soaring popularity in China could propel her into the ranks of the world's top earning athletes if she can continue to avoid major controversy. Winter Olympians, competing in niche sports, typically lag their Summer counterparts in earning power. Exceptions include snowboarder Shaun White, who made $8 million in 2009 in his heyday and $1.5 million in the 12 months leading up to the Beijing Games, according to Forbes.Gu's looks, athletic achievements, dual-national appeal and power as an influencer put her on a level of her own.
"She is extraordinarily charismatic and her appealing to Chinese culture and the simple fact that she came to China to want to be Chinese, that is a huge win for her," he said, describing China's"Gu-mania".
She will continue to live in US enjoying the freedom after the Olympics. No loss to her. The only losers are the Chinese fans buying products endorsed by her.
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